packaging, shopper marketing and the retail...
TRANSCRIPT
![Page 1: Packaging, Shopper Marketing and the Retail Experiencestatic.packagingnews.co.uk/uploads/2011-10/pragma-monica-lucas.pdf · Let me introduce myself Shopper insight Brand communication](https://reader031.vdocument.in/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befde/html5/thumbnails/1.jpg)
Packaging, Shopper Marketing
and
the Retail Experience
Monica Lucas
© Pragma Consulting Part of the
![Page 2: Packaging, Shopper Marketing and the Retail Experiencestatic.packagingnews.co.uk/uploads/2011-10/pragma-monica-lucas.pdf · Let me introduce myself Shopper insight Brand communication](https://reader031.vdocument.in/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befde/html5/thumbnails/2.jpg)
Let me introduce myself
Shopper
insight
Brand
communication
Retail
effectiveness
Powerful point-
of-sale
![Page 3: Packaging, Shopper Marketing and the Retail Experiencestatic.packagingnews.co.uk/uploads/2011-10/pragma-monica-lucas.pdf · Let me introduce myself Shopper insight Brand communication](https://reader031.vdocument.in/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befde/html5/thumbnails/3.jpg)
Packaging is a potent medium
![Page 4: Packaging, Shopper Marketing and the Retail Experiencestatic.packagingnews.co.uk/uploads/2011-10/pragma-monica-lucas.pdf · Let me introduce myself Shopper insight Brand communication](https://reader031.vdocument.in/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befde/html5/thumbnails/4.jpg)
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5
Brand image
Price
Pack information
Pack design
In-store promos
Product innovation
TV advertising
Not important at all Very High Importance
A strong in-store choice driver
![Page 5: Packaging, Shopper Marketing and the Retail Experiencestatic.packagingnews.co.uk/uploads/2011-10/pragma-monica-lucas.pdf · Let me introduce myself Shopper insight Brand communication](https://reader031.vdocument.in/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befde/html5/thumbnails/5.jpg)
Shopper Marketing The latest marketing buzz word?
What’s it all about?
![Page 6: Packaging, Shopper Marketing and the Retail Experiencestatic.packagingnews.co.uk/uploads/2011-10/pragma-monica-lucas.pdf · Let me introduce myself Shopper insight Brand communication](https://reader031.vdocument.in/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befde/html5/thumbnails/6.jpg)
Pioneered by
Now a key focus
for all the major
brands
![Page 7: Packaging, Shopper Marketing and the Retail Experiencestatic.packagingnews.co.uk/uploads/2011-10/pragma-monica-lucas.pdf · Let me introduce myself Shopper insight Brand communication](https://reader031.vdocument.in/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befde/html5/thumbnails/7.jpg)
Decline in media effectiveness
More channels
Time-shift viewing
Digital message overload
Over-saturated consumer
![Page 8: Packaging, Shopper Marketing and the Retail Experiencestatic.packagingnews.co.uk/uploads/2011-10/pragma-monica-lucas.pdf · Let me introduce myself Shopper insight Brand communication](https://reader031.vdocument.in/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befde/html5/thumbnails/8.jpg)
![Page 9: Packaging, Shopper Marketing and the Retail Experiencestatic.packagingnews.co.uk/uploads/2011-10/pragma-monica-lucas.pdf · Let me introduce myself Shopper insight Brand communication](https://reader031.vdocument.in/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befde/html5/thumbnails/9.jpg)
![Page 10: Packaging, Shopper Marketing and the Retail Experiencestatic.packagingnews.co.uk/uploads/2011-10/pragma-monica-lucas.pdf · Let me introduce myself Shopper insight Brand communication](https://reader031.vdocument.in/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befde/html5/thumbnails/10.jpg)
![Page 11: Packaging, Shopper Marketing and the Retail Experiencestatic.packagingnews.co.uk/uploads/2011-10/pragma-monica-lucas.pdf · Let me introduce myself Shopper insight Brand communication](https://reader031.vdocument.in/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befde/html5/thumbnails/11.jpg)
A I D A
![Page 12: Packaging, Shopper Marketing and the Retail Experiencestatic.packagingnews.co.uk/uploads/2011-10/pragma-monica-lucas.pdf · Let me introduce myself Shopper insight Brand communication](https://reader031.vdocument.in/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befde/html5/thumbnails/12.jpg)
© Pragma Consulting
![Page 13: Packaging, Shopper Marketing and the Retail Experiencestatic.packagingnews.co.uk/uploads/2011-10/pragma-monica-lucas.pdf · Let me introduce myself Shopper insight Brand communication](https://reader031.vdocument.in/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befde/html5/thumbnails/13.jpg)
Awareness
Interest
Desire Action
![Page 14: Packaging, Shopper Marketing and the Retail Experiencestatic.packagingnews.co.uk/uploads/2011-10/pragma-monica-lucas.pdf · Let me introduce myself Shopper insight Brand communication](https://reader031.vdocument.in/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befde/html5/thumbnails/14.jpg)
Create
love
Consumer
buys
![Page 15: Packaging, Shopper Marketing and the Retail Experiencestatic.packagingnews.co.uk/uploads/2011-10/pragma-monica-lucas.pdf · Let me introduce myself Shopper insight Brand communication](https://reader031.vdocument.in/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befde/html5/thumbnails/15.jpg)
Total UK Ad Spend (constant 2005 prices)
Source: Advertising Association/Warc Expenditure Report
But ad spending is being squeezed
0
2
4
6
8
10
12
14
16
18
£bn
![Page 16: Packaging, Shopper Marketing and the Retail Experiencestatic.packagingnews.co.uk/uploads/2011-10/pragma-monica-lucas.pdf · Let me introduce myself Shopper insight Brand communication](https://reader031.vdocument.in/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befde/html5/thumbnails/16.jpg)
16
![Page 17: Packaging, Shopper Marketing and the Retail Experiencestatic.packagingnews.co.uk/uploads/2011-10/pragma-monica-lucas.pdf · Let me introduce myself Shopper insight Brand communication](https://reader031.vdocument.in/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befde/html5/thumbnails/17.jpg)
Er....??@#!
![Page 18: Packaging, Shopper Marketing and the Retail Experiencestatic.packagingnews.co.uk/uploads/2011-10/pragma-monica-lucas.pdf · Let me introduce myself Shopper insight Brand communication](https://reader031.vdocument.in/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befde/html5/thumbnails/18.jpg)
70% of
purchase
decisions
made in
store
68% are
brand
switchers
![Page 19: Packaging, Shopper Marketing and the Retail Experiencestatic.packagingnews.co.uk/uploads/2011-10/pragma-monica-lucas.pdf · Let me introduce myself Shopper insight Brand communication](https://reader031.vdocument.in/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befde/html5/thumbnails/19.jpg)
Retailer power
20 million Tesco
shoppers per week
16 million peak X-
Factor viewers
![Page 20: Packaging, Shopper Marketing and the Retail Experiencestatic.packagingnews.co.uk/uploads/2011-10/pragma-monica-lucas.pdf · Let me introduce myself Shopper insight Brand communication](https://reader031.vdocument.in/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befde/html5/thumbnails/20.jpg)
Tesco own
brand:
over half
of sales
![Page 21: Packaging, Shopper Marketing and the Retail Experiencestatic.packagingnews.co.uk/uploads/2011-10/pragma-monica-lucas.pdf · Let me introduce myself Shopper insight Brand communication](https://reader031.vdocument.in/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befde/html5/thumbnails/21.jpg)
Key realisation....
Consumers are
not.....
....shoppers
![Page 22: Packaging, Shopper Marketing and the Retail Experiencestatic.packagingnews.co.uk/uploads/2011-10/pragma-monica-lucas.pdf · Let me introduce myself Shopper insight Brand communication](https://reader031.vdocument.in/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befde/html5/thumbnails/22.jpg)
And so …. Shopper Marketing was born
![Page 23: Packaging, Shopper Marketing and the Retail Experiencestatic.packagingnews.co.uk/uploads/2011-10/pragma-monica-lucas.pdf · Let me introduce myself Shopper insight Brand communication](https://reader031.vdocument.in/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befde/html5/thumbnails/23.jpg)
One of the three good fairies
TRADE
MARKETING
“I drive retailer
relationships and
ensure the brand
is well
presented”
“I get shoppers to
make buying decisions
and act upon them!” “I create
awareness,
brand
engagement,
and
consumer
desire”
![Page 24: Packaging, Shopper Marketing and the Retail Experiencestatic.packagingnews.co.uk/uploads/2011-10/pragma-monica-lucas.pdf · Let me introduce myself Shopper insight Brand communication](https://reader031.vdocument.in/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befde/html5/thumbnails/24.jpg)
The formal definition
An alignment of all marketing
stimuli, based on a deep
understanding of the shopper
(i.e. a consumer in shopping
mode), designed to lead him/her
to make a purchase
![Page 25: Packaging, Shopper Marketing and the Retail Experiencestatic.packagingnews.co.uk/uploads/2011-10/pragma-monica-lucas.pdf · Let me introduce myself Shopper insight Brand communication](https://reader031.vdocument.in/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befde/html5/thumbnails/25.jpg)
Expected Growth in Manufacturers’ Advertising and Promotions Mix
(Average Annual Increase or Decrease over the Next 3 Years)
55
41 45
52
3
Marketing budgets are rapidly
changing out of traditional media
![Page 26: Packaging, Shopper Marketing and the Retail Experiencestatic.packagingnews.co.uk/uploads/2011-10/pragma-monica-lucas.pdf · Let me introduce myself Shopper insight Brand communication](https://reader031.vdocument.in/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befde/html5/thumbnails/26.jpg)
Need to understand the shopper journey
![Page 27: Packaging, Shopper Marketing and the Retail Experiencestatic.packagingnews.co.uk/uploads/2011-10/pragma-monica-lucas.pdf · Let me introduce myself Shopper insight Brand communication](https://reader031.vdocument.in/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befde/html5/thumbnails/27.jpg)
Need Purchase Brands
disposition
Experience
know how
Peer
advice/WOM
Ask
Mum!
Doctors
Social media
Nappies Finally
bought one!
NTC
recommen
dations
2
brands in
mind Advertising
Stand out on
display
Price
Sample
Which can be very complex ...
![Page 28: Packaging, Shopper Marketing and the Retail Experiencestatic.packagingnews.co.uk/uploads/2011-10/pragma-monica-lucas.pdf · Let me introduce myself Shopper insight Brand communication](https://reader031.vdocument.in/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befde/html5/thumbnails/28.jpg)
Neuromarketing
Neurobiology
Semiotics
Psychology
Psychiatry Genetics
Ethnography
![Page 29: Packaging, Shopper Marketing and the Retail Experiencestatic.packagingnews.co.uk/uploads/2011-10/pragma-monica-lucas.pdf · Let me introduce myself Shopper insight Brand communication](https://reader031.vdocument.in/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befde/html5/thumbnails/29.jpg)
Emotions +
Cognitions
The brain converts subliminal
stimuli into buying behaviour
![Page 30: Packaging, Shopper Marketing and the Retail Experiencestatic.packagingnews.co.uk/uploads/2011-10/pragma-monica-lucas.pdf · Let me introduce myself Shopper insight Brand communication](https://reader031.vdocument.in/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befde/html5/thumbnails/30.jpg)
![Page 31: Packaging, Shopper Marketing and the Retail Experiencestatic.packagingnews.co.uk/uploads/2011-10/pragma-monica-lucas.pdf · Let me introduce myself Shopper insight Brand communication](https://reader031.vdocument.in/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befde/html5/thumbnails/31.jpg)
Balance
Security
Stability
Stimulation
Exploration
Discovery
Dominance
Competition
Assertiveness
Three basic neural drivers
![Page 32: Packaging, Shopper Marketing and the Retail Experiencestatic.packagingnews.co.uk/uploads/2011-10/pragma-monica-lucas.pdf · Let me introduce myself Shopper insight Brand communication](https://reader031.vdocument.in/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befde/html5/thumbnails/32.jpg)
Determine most human behaviour
Authority Power, Prestige
Career
Dominance
e=mc2
Curiosity Variety
Enjoyment
Stimulation
Balance
Security Stability
Uniformity
![Page 33: Packaging, Shopper Marketing and the Retail Experiencestatic.packagingnews.co.uk/uploads/2011-10/pragma-monica-lucas.pdf · Let me introduce myself Shopper insight Brand communication](https://reader031.vdocument.in/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befde/html5/thumbnails/33.jpg)
up to 20 years 20 - 40 years 40 - 60 years 60+ years
Cortisol
Dopamine
Testosterone
Which change over time
![Page 34: Packaging, Shopper Marketing and the Retail Experiencestatic.packagingnews.co.uk/uploads/2011-10/pragma-monica-lucas.pdf · Let me introduce myself Shopper insight Brand communication](https://reader031.vdocument.in/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befde/html5/thumbnails/34.jpg)
Adventure / Thrill
Imagination / Pleasure
Order / Control
Balance
Dominance Stimulation
extravagance impulsiveness rebellion victory
courage power
fame praise
autonomy
spontaneity
adventurousness
individuality
creativity
art
fun
curiosity
humour
pleasure
sensuality
fantasy
tolerance
flexibility
sociability
friendship
trust family loyalty
safety
comfort
openness discipline
precision
duty
reliability
tradition
status
pride effort
ambition
logic functionality
practicality
obedience
permanence
freedom
morality
Adventure / Thrill
Imagination / Pleasure
Order / Control
And determine key traits
![Page 35: Packaging, Shopper Marketing and the Retail Experiencestatic.packagingnews.co.uk/uploads/2011-10/pragma-monica-lucas.pdf · Let me introduce myself Shopper insight Brand communication](https://reader031.vdocument.in/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befde/html5/thumbnails/35.jpg)
Adventure / Thrill
Imagination / Pleasure
Order / Control
Balance
Dominance Stimulation
extravagance impulsiveness rebellion victory
courage power
fame praise
autonomy
spontaneity
adventurousness
individuality
creativity
art
fun
curiosity
humour
pleasure
sensuality
fantasy
tolerance
flexibility
sociability
friendship
trust family loyalty
safety
comfort
openness discipline
precision
duty
reliability
tradition
status
pride effort
ambition
logic functionality
practicality
obedience
permanence
freedom
morality
The 7 key behavioural drivers
Discipline and Control
Success and Status
Adventure and Risk
Fun and Creativity
Pleasure and Openness
Harmony and Care
Tradition and Security
![Page 36: Packaging, Shopper Marketing and the Retail Experiencestatic.packagingnews.co.uk/uploads/2011-10/pragma-monica-lucas.pdf · Let me introduce myself Shopper insight Brand communication](https://reader031.vdocument.in/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befde/html5/thumbnails/36.jpg)
Adventure / Thrill
Imagination / Pleasure
Order / Control
Balance
Dominance Stimulation
extravagance impulsiveness rebellion victory
courage power
fame praise
autonomy
spontaneity
adventurousness
individuality
creativity
art
fun
curiosity
humour
pleasure
sensuality
fantasy
tolerance
flexibility
sociability
friendship
trust family loyalty
safety
comfort
openness discipline
precision
duty
reliability
tradition
status
pride effort
ambition
logic functionality
practicality
obedience
permanence
freedom
morality
7 key Limbic® types
Traditionalist
Disciplinarian
Hedonist
Open-minded
Harmonizer
Performer
Adventurer
![Page 37: Packaging, Shopper Marketing and the Retail Experiencestatic.packagingnews.co.uk/uploads/2011-10/pragma-monica-lucas.pdf · Let me introduce myself Shopper insight Brand communication](https://reader031.vdocument.in/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befde/html5/thumbnails/37.jpg)
Limbic®
Types 2011
Distribution
in the UK
population
Data provided by:
![Page 38: Packaging, Shopper Marketing and the Retail Experiencestatic.packagingnews.co.uk/uploads/2011-10/pragma-monica-lucas.pdf · Let me introduce myself Shopper insight Brand communication](https://reader031.vdocument.in/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befde/html5/thumbnails/38.jpg)
Of course, there are gender and
age variations
![Page 39: Packaging, Shopper Marketing and the Retail Experiencestatic.packagingnews.co.uk/uploads/2011-10/pragma-monica-lucas.pdf · Let me introduce myself Shopper insight Brand communication](https://reader031.vdocument.in/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befde/html5/thumbnails/39.jpg)
Adventure / Thrill
Imagination / Pleasure
Order / Control
Balance
Dominance Stimulation
extravagance impulsiveness rebellion victory
courage power
fame praise
autonomy
spontaneity
adventurousness
individuality
creativity
art
fun
curiosity
humour
pleasure
sensuality
fantasy
tolerance
flexibility
sociability
friendship
trust family loyalty
safety
comfort
openness discipline
precision
duty
reliability
tradition
status
pride effort
ambition
logic functionality
practicality
obedience
permanence
freedom
morality
Older
Women
But broadly...
![Page 40: Packaging, Shopper Marketing and the Retail Experiencestatic.packagingnews.co.uk/uploads/2011-10/pragma-monica-lucas.pdf · Let me introduce myself Shopper insight Brand communication](https://reader031.vdocument.in/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befde/html5/thumbnails/40.jpg)
Pink
Silver
Gold
Red
Black
Blue
White Brown Green
Green
Orange
Yellow Purple
Limbic® colour psychology
![Page 41: Packaging, Shopper Marketing and the Retail Experiencestatic.packagingnews.co.uk/uploads/2011-10/pragma-monica-lucas.pdf · Let me introduce myself Shopper insight Brand communication](https://reader031.vdocument.in/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befde/html5/thumbnails/41.jpg)
So, who are these most likely to
appeal to?
![Page 42: Packaging, Shopper Marketing and the Retail Experiencestatic.packagingnews.co.uk/uploads/2011-10/pragma-monica-lucas.pdf · Let me introduce myself Shopper insight Brand communication](https://reader031.vdocument.in/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befde/html5/thumbnails/42.jpg)
Direct
Pack
The Shopper Marketing Friends
![Page 43: Packaging, Shopper Marketing and the Retail Experiencestatic.packagingnews.co.uk/uploads/2011-10/pragma-monica-lucas.pdf · Let me introduce myself Shopper insight Brand communication](https://reader031.vdocument.in/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befde/html5/thumbnails/43.jpg)
Shopper Marketing must
start with deep insight
of shopper mind set
Occasion?
Knowledge?
Time
pressure?
Mood?
Budget?
![Page 44: Packaging, Shopper Marketing and the Retail Experiencestatic.packagingnews.co.uk/uploads/2011-10/pragma-monica-lucas.pdf · Let me introduce myself Shopper insight Brand communication](https://reader031.vdocument.in/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befde/html5/thumbnails/44.jpg)
and provide the
right solutions
at the right
time
![Page 45: Packaging, Shopper Marketing and the Retail Experiencestatic.packagingnews.co.uk/uploads/2011-10/pragma-monica-lucas.pdf · Let me introduce myself Shopper insight Brand communication](https://reader031.vdocument.in/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befde/html5/thumbnails/45.jpg)
A chance
to win?
![Page 46: Packaging, Shopper Marketing and the Retail Experiencestatic.packagingnews.co.uk/uploads/2011-10/pragma-monica-lucas.pdf · Let me introduce myself Shopper insight Brand communication](https://reader031.vdocument.in/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befde/html5/thumbnails/46.jpg)
Save time
and effort
not
shopping
around?
![Page 47: Packaging, Shopper Marketing and the Retail Experiencestatic.packagingnews.co.uk/uploads/2011-10/pragma-monica-lucas.pdf · Let me introduce myself Shopper insight Brand communication](https://reader031.vdocument.in/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befde/html5/thumbnails/47.jpg)
Get
points
?
![Page 48: Packaging, Shopper Marketing and the Retail Experiencestatic.packagingnews.co.uk/uploads/2011-10/pragma-monica-lucas.pdf · Let me introduce myself Shopper insight Brand communication](https://reader031.vdocument.in/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befde/html5/thumbnails/48.jpg)
Feel you are
doing good?
![Page 49: Packaging, Shopper Marketing and the Retail Experiencestatic.packagingnews.co.uk/uploads/2011-10/pragma-monica-lucas.pdf · Let me introduce myself Shopper insight Brand communication](https://reader031.vdocument.in/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befde/html5/thumbnails/49.jpg)
Save a
child’s
life?
![Page 50: Packaging, Shopper Marketing and the Retail Experiencestatic.packagingnews.co.uk/uploads/2011-10/pragma-monica-lucas.pdf · Let me introduce myself Shopper insight Brand communication](https://reader031.vdocument.in/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befde/html5/thumbnails/50.jpg)
![Page 51: Packaging, Shopper Marketing and the Retail Experiencestatic.packagingnews.co.uk/uploads/2011-10/pragma-monica-lucas.pdf · Let me introduce myself Shopper insight Brand communication](https://reader031.vdocument.in/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befde/html5/thumbnails/51.jpg)
![Page 52: Packaging, Shopper Marketing and the Retail Experiencestatic.packagingnews.co.uk/uploads/2011-10/pragma-monica-lucas.pdf · Let me introduce myself Shopper insight Brand communication](https://reader031.vdocument.in/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befde/html5/thumbnails/52.jpg)
The rise and rise of Social Media
![Page 53: Packaging, Shopper Marketing and the Retail Experiencestatic.packagingnews.co.uk/uploads/2011-10/pragma-monica-lucas.pdf · Let me introduce myself Shopper insight Brand communication](https://reader031.vdocument.in/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befde/html5/thumbnails/53.jpg)
20 million
Smartphone
users in UK
by 2012
Up 71% on
last year
![Page 54: Packaging, Shopper Marketing and the Retail Experiencestatic.packagingnews.co.uk/uploads/2011-10/pragma-monica-lucas.pdf · Let me introduce myself Shopper insight Brand communication](https://reader031.vdocument.in/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befde/html5/thumbnails/54.jpg)
Digital touch- points
At home
Out of home
In store
On pack
![Page 55: Packaging, Shopper Marketing and the Retail Experiencestatic.packagingnews.co.uk/uploads/2011-10/pragma-monica-lucas.pdf · Let me introduce myself Shopper insight Brand communication](https://reader031.vdocument.in/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befde/html5/thumbnails/55.jpg)
![Page 56: Packaging, Shopper Marketing and the Retail Experiencestatic.packagingnews.co.uk/uploads/2011-10/pragma-monica-lucas.pdf · Let me introduce myself Shopper insight Brand communication](https://reader031.vdocument.in/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befde/html5/thumbnails/56.jpg)
T
O
S
C
A
Targeted
Out-standing
Simple
Compelling
Appropriate
![Page 57: Packaging, Shopper Marketing and the Retail Experiencestatic.packagingnews.co.uk/uploads/2011-10/pragma-monica-lucas.pdf · Let me introduce myself Shopper insight Brand communication](https://reader031.vdocument.in/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befde/html5/thumbnails/57.jpg)
Part of the
Thank
You
and enjoy
the
conference!